Abstract
This study examines the relationship between pro-environmental attitudes, e-bike adoption motivations, and tourist green behavior (TGB). Environmental psychologists have increasingly focused on understanding “green” tourist behavior determinants. The TGB distinguishes tourists from pro-environmentalists for relatively everyday simple actions, and e-bike adoption motivations can serve as a mediator to better understand pro-environmental attitudes– tourist green behavior relationships. We tried to bridge this gap by conceptualizing TGB and investigating the mediating role of e-bike adoption motivations in the relationship between pro-environmental attitudes and TGB. Derived from an online survey-based sample of 682 e-bike users, the data were investigated using structural equation modeling analysis. Findings showed that directly and indirectly, pro-environmental attitudes significantly influenced TGB, and e-bike adoption motivations (e.g., cost-effective motivation, intrinsic motivation, technology motivation) mediate their concerned paths. Therefore, the stakeholders and marketing practitioners should emphasize the importance of pro-environmental attitudes and e-bike motivations within the TGB and e-bike adoption campaigns.
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